Marketing a Country: Promotion as a Tool for Attracting F...
Wint, Alvin G. / Wells, Louis T.
Revised Edition. The new competitive foreign investment environment has prompted analogies between competition among governments for foreign investment and competition among firms for market share. Given the similarities in the nature of the competition, it is not surprising that countries are adopting marketing strategies that parallel those of private companies. Some of the findings of research on company marketing programs can thus benefit ...
